Remember MILO? The malt milk beverage is back with an all new ad campaign

The 'MILO – GROW WITH SPORTS' ad campaign aims to underline the importance of sports in the growing years making MILO a must have beverage for kidsETBrandEquity | April 20, 2017, 16:00 IST

MILO Ready to Drink is a recently launched cocoa-malt milk beverage crafted specially for growing children, and has lower sugar.

MILO is unveiling their brand new national advertising campaign, 'MILO® – GROW WITH SPORTS'. With the belief that sports help imbibe life values that set the foundation for a child’s future, the brand aims to underline the importance of sports in the growing years, making MILO a must have nourishing beverage for kids, to excel in the same.

In the new ad campaign, MILO is building on the fact that a mother’s greatest wish is to see her child succeed and fulfill his/her potential. While she does her best to prepare the child for life ahead, she knows that success in life needs more than skills learnt from books. Through sports, children will learn to persevere through hardship, find courage over fear, work as a team, find self-belief, be respectful and learn how to lead.

Watch the ad campaign here:

Speaking on the launch of the new campaign, Arvind Bhandari, general manager, dairy, Nestlé India Ltd said “We are delighted to unveil our new TVC that positions MILO as a brand that encourages participation in sports from an early stage in life. MILO believes that sports is critical for personality development and helps kids grow holistically in their formative years. We hope that mothers understand our message and nurture their children with MILO as they grow with sports”

The TVC features children participating in various sports like Football, Basketball, Athletics and Kabaddi with a voice over that highlights the prominence of sports in life. The video leads to a child’s victory in a race post which his mother gives him MILO to replenish his energy.

MILO has a rich heritage, having nourished champions around the world for more than 80 years. Every single day, approximately 2.8 million MILO RTD serves are consumed globally.